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On the social Web, brands are people too

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August 31, 2012
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Today's Buzz 
  • On the social Web, brands are people too
    The design of social networks such as Facebook and Twitter is blurring the distinctions between people and brands online, Noah Brier writes. That's an evolutionary leap from earlier online-marketing paradigms, and creates big opportunities -- and a few thorny challenges -- for brands. "A brand's Facebook page isn't any different from mine, and ultimately what that means is that brands have to act (and create content) just like people on these platforms," Brier writes. Advertising Age (tiered subscription model) (8/30) LinkedInFacebookTwitterGoogle+Email this Story
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Success on today's web is based on building a vibrant audience of online users and understanding who they are. Not just a name or an email address, but the characteristics that make up a person. These traits have always been hard to obtain and even harder to utilize … Until now. This guide explores effective user management strategies and walks through best practices and case studies. Download the free guide now.
Network Update 
  • App study suggests Facebook could be reaching saturation point
    Facebook applications were downloaded less frequently than those on other social services such as Instagram and Twitter, according to a Distimo study. That's potentially a sign that, in some markets, Facebook is nearing its saturation point and is seeing its growth slow, Sarah Perez writes. TechCrunch (8/30) LinkedInFacebookTwitterGoogle+Email this Story
  • Bing gets access to users' Facebook photos
    Facebook has granted the search engine Bing access to Facebook users' photos, which will begin to show up in Bing searches. Clicking on a photo from Bing's results page allows logged-in users to view other photos matching their search, or simply to browse through their friends' photos. The Register (U.K.) (8/31) LinkedInFacebookTwitterGoogle+Email this Story
Ideas in Action 
  • Wheat Thins heads to Six Flags for Labor Day
    Wheat Thins is teaming with three Six Flags locations for a Labor Day weekend Facebook promotion that lets guests skip the next roller coaster line when they use an automated service to check in from the top of the roller coaster. The campaign builds on an Instagram promotion in which fans were asked to post photos of themselves making terrified faces, as though they were aboard a particularly stomach-churning roller coaster. MediaPost Communications/Marketing Daily (8/30) LinkedInFacebookTwitterGoogle+Email this Story
Research and Reports 
  • Facebook ad revenues are projected to reach $4.23 billion in 2012
    Facebook's ad revenues are projected to hit $4.23 billion this year, an increase of 34.1% from 2011, and will likely reach $6.81 billion by 2014, according to an eMarketer report. That's unlikely to please the social network's investors, however, as they were expecting ad revenues of around $5 billion for 2012. eMarketer (8/31) LinkedInFacebookTwitterGoogle+Email this Story
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The Takeaway 
  • Use Facebook's segmentation option to hit the target
    Business-to-business marketers can take advantage of Facebook's demographic-segmenting options by targeting their campaigns through the news feed to only the prospects who would find it relevant, Amy Porterfield writes. Combine the targeting options with Promoted Posts, and refine based on the results, Porterfield suggests, and engage more fruitfully with those smaller number of leads captured, creating more meaningful customer profiles. Entrepreneur online (8/30) LinkedInFacebookTwitterGoogle+Email this Story
  • Being transparent can benefit brands on social networks
    A Brazilian court case in which Nestlé fought for the right to conceal its use of genetically modified ingredients has turned into a PR disaster on social networks for the company, Murray Newlands writes. That shouldn't surprise social media professionals, who know that transparency is always the best policy. "If something needs to be hidden in order to keep your brand image up -- change it," Newlands writes. SmartBrief/SmartBlog on Social Media (8/31) LinkedInFacebookTwitterGoogle+Email this Story
Social Shareable 
  • How would Obama fare on 4chan?
    President Barack Obama took Reddit by storm this week after logging on for an impromptu Q-and-A session. In this satirical piece, Avery Edison imagines how Obama would fare if he paid a visit to other online communities, envisioning him being mocked by TV snobs from The Onion AV Club and being pelted with spam comments on WordPress. Slacktory (8/30) LinkedInFacebookTwitterGoogle+Email this Story
Featured Content 

Editor's Note 
  • SmartBrief will not publish Monday
    In observance of Labor Day in the U.S., SmartBrief will not be published Monday. Publication will resume Tuesday. LinkedInFacebookTwitterGoogle+Email this Story
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On Facebook, the biggest marketers in the world get accounts that look just like mine."
--Noah Brier, co-founder of Percolate, writing in Advertising Age
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This SmartBrief was created for ignoble.experiment@arconati.us

 Andy Sernovitz, Editor at Large
Andy Sernovitz is the author of "Word of Mouth Marketing: How Smart Companies Get People Talking" and the fantastic blog "Damn, I Wish I'd Thought of That!" He runs WordofMouth.org, where marketers and entrepreneurs learn to be great at word of mouth marketing, and SocialMedia.org, the community for social media leaders at the world's greatest brands. He taught word of mouth marketing at Northwestern and internet entrepreneurship at Wharton.

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